Reference no: EM132833377

XYZ, a large B2B company in Johor, is concerned about their customers' loyalty. From their database, in total, they have 170 customer accounts. However, currently there are only 165 active customers scattered in 6 major states in Malaysia, which are; Pahang with 30 accounts, Selangor 45 accounts, Kuala Lumpur 25 accounts, Kedah 15 accounts, Johor 20 accounts, and Sabah/Sarawak 30 accounts. However, with the recent Pandemic COVID19, there has been issue pertaining to their customers' loyalty. The Management team has decided to do marketing campaign to increase loyalty in each of the major states. He then instructed the manager to do quick study on how to increase customers' loyalty before he starts his campaign.

As the manager of the company, you know that trust, commitment and cooperation are important in shaping loyalty. Besides that you also knew that satisfied buyers will lead to stronger loyalty. In the literature, you found that trust, commitment and cooperation are the factors of relationship quality. You further found that the type of contract the customer have with a company, either relational contract or legal contract will also influence their loyalty. Other than that, you also realized that customer's loyalty depends on switching cost. If the switching cost is high, customers will remain loyal; otherwise they will look for another supplier.

Based on the description given above and with the relevant assumptions, answer the following questions.

1. Develop a research problem for XYZ.

2. Develop suitable Research Questions for XYZ.

3. Develop a suitable research framework for XYZ.

4. Develop the relevant hypotheses to be tested for XYZ.

5. Describe the most suitable research design for XYZ. Justify your answer.

6. Describe the unit of analysis for XYZ. Justify your answer.

7. Explain the best sampling technique for XYZ. Justify your answer.

8. Explain the best data collection method for XYZ. Justify your answer.